Failure: Animée

Summary
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study outlines both the risks and challenges associated with gender-specific marketing, offering a particular focus on the alcoholic drinks sector.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

Reasons To Buy
- Why is Animée considered a telling case of failure?

- What consumer and market trends underpin this product failure?

- What can I learn from the challenges encountered by the Animée brand?

- How can alcoholic drink brands effectively target female drinkers?

Key Highlights
Canadean forecasts a shrinking beer category over the next five years in the UK (-2.3% growth) and 0% growth in Ireland, highlighting the motivation for beer brands to expand their consumer base into underdeveloped segments, such as female drinkers.

Nearly three quarters of UK female drinkers claim that they "do not notice" new beer products being launched on to the market, highlighting the challenge that beer manufacturers face in encouraging product trial among female consumers.